The maker of Siggi's Icelandic yogurt is working with investment bank JPMorgan on a possible sale of the company, according to people familiar with the matter.

Siggi's value was not immediately clear.

Owner The Icelandic Milk and Skyr Corporation is one of the first yogurt brands to focus solely on low-sugar flavors. It expects to generate sales of $200 million next year and is growing at a rate of 50 percent a year, the sources said. The brand's sparse white packaging, tart taste and high protein has earned it a loyal following among the health-conscious set.

The sources asked not to be named because the process is confidential. Siggi's did not immediately respond to requests for comment. JP Morgan declined to comment.